Blog: Andy MortonUS lacks bottle for craft soda revolution

Andy Morton | 17 October 2014

PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category.

An article in Business Week asked if products such as Caleb's, which is made from cane sugar and kola nut extract, could do for soft drinks what craft beer has down for the US brewing sector.

It's a nice thought. But, as the article points out, so much wishful thinking. The US's glittering craft beer reputation was built on the backs of hundreds of small-scale, quality-obsessed hobbyists who liked beer so much they wanted to make their own. Caleb's Kola is the pet project of an international conglomerate with a presence in almost every country in the world, and with enough money to buy all US craft brewers out a few times over.

So unless America's soda fans start turning their garages and laundry rooms into ad-hoc bottling plants, we are unlikely to witness a craft soda revolution any time soon.

Sectors: Soft drinks

Companies: PepsiCo


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